How Yandex.Metrica detects the traffic source

Incoming traffic sources are detected via the referrer (the HTTP Referer header) and tags. If you need to replace the referrer with your own, use the utm_referrer parameter.

Yandex.Metrica uses a tag to detect traffic sources if the tag is included in the data for the first pageview during a user session. If there isn't a tag in the first pageview, the traffic source is detected from the referrer.

For example, a user clicked through to the site from a browser bookmark (the first pageview). Then the user left the site, but came back within 30 minutes by clicking a link with a tag in an email (the second pageview during the session). This session would be considered direct traffic to the site.

Note. If a link uses an ad tag, Yandex.Metrica considers click-throughs as a standalone click on an ad source.
Traffic source How it is detected Default report

Direct traffic

Cached page traffic

Internal traffic

Referrer

Sources, summary report

Recommendation system traffic

Recommendation systems report

Search engine traffic

Link traffic

Traffic from social networks

Referrer and UTM tags

Sites report

Social networks report

Search engines report

The "UTM tags" report

Other social media: identified by tags UTM tags. Conditions that determine the data source.

Social networks report

The "UTM tags" report

Yandex.Direct traffic Conditions for linking a tag to a Yandex.Direct campaign

Yandex.Direct, summary report

Yandex.Direct, sites report

Yandex.Direct, costs report

Traffic from other ad systems Referrer and tags. Complete data is collected only if you create UTM and Openstat tags correctly.

Advertising systems report

The "UTM tags" report

The "Openstat tags" report

Other advertising: identified by tags

UTM tags. Conditions that determine the data source.

Advertising systems report

The "UTM tags" report

Messenger traffic

Referrer and UTM tags. Complete data is collected only if you create UTM tags correctly.

Messengers report

The "UTM tags" report

Mailing traffic

UTM tags, Openstat, From. Learn more about proper tag creation.

The "UTM tags" report

The "Openstat tags" report

The "From tags" report